电子商务时代的机遇和焦虑（英文）.pdf

Brands & Amazon: Insights, Opportunities, and Concerns in the Age of E-Commerce A Report Based on a Survey of 500+ U.S. Brands 2 Introduction Amazon has solidified its position as the most powerful This report, Brands & Amazon: Insights, Opportunities, and marketplace in online retail, taking ownership of nearly Concerns in the Age of E-Commerce, evaluates the journeys of more 50% of the U.S. e-commerce market.1 Consumers have than 500 U.S. brands and their relationships with Amazon — how the platform fits into their overall e-commerce plan, motivating factors for migrated to Amazon for their product searches, with nearly selling on it, advertising goals, monthly ad spend and annual revenue nine out of ten shoppers visiting the platform during their figures, and specific strategies for driving sales, in addition to other product purchase cycle and 50% of consumers beginning compelling insights. their searches on it.2 3 ’ In an age where online retail is a dominating force and brands need a For brands, integrating Amazon as part of their greater e-commerce cohesive plan to simultaneously protect their equity and drive sales, strategy represents significant opportunity. Brands can expand we hope that you extract the insights that will add